Patagonia have ensured sustainable and ethical values are at the heart of there ethos for the past 40 years. They support grassroot activists to find solutions for environmental crisis that the fashion industry partakes in. Patagonia are a prime example that take full responsibility and care of there product lifecycles ensuring no negative impact on the environment whilst ensuring safe, fair, legal and humane conditions are met across supply chains. Across there communication platforms, Patagonia have put in place petitions to fight for preservation of to governments for world Heritage protection. This is a great way to spread awareness of the current issues that our planet faces and acts consumers to act upon it. It also promotes how other companies like Patagonia can follow in the steps through engaging consumers on current issues whilst protecting and facing the these universal issues.